Drinks Trust Challenge 2026
London to Brighton
Cycle together, bike ride in memory of John Osborne:
London to Brighton, 1 October 2026
On 1 October 2026, drinks and hospitality professionals will come together for a moving and meaningful one day charity bike ride from London to Brighton, honouring the memory of much loved industry colleague John Osborne and raising vital funds for The Drinks Trust.
To celebrate John’s life and spirit, Georgina Haughton, Head of Wine Buying at Sainsbury’s, and Alyce Smith, National Account Manager at Off Piste Wines — both former colleagues of John at PLB and Bibendum — are organising this special London to Brighton ride. The route will include enjoyable vineyard stops, creating moments of connection and reflection along the way.
Georgie, Alyce and The Drinks Trust invite all those who were touched by John’s life, as well as anyone who wishes to support a cause he cared passionately about, to join the 60 mile challenge. The event is open to cyclists of all experience levels, from complete beginners to seasoned riders, united in celebrating John’s legacy and supporting industry wellbeing.
IN MEMORY OF JOHN OSBOURNE
John was a highly respected leader in the drinks industry, known for his generosity, his passion for cycling, and his unwavering support for The Drinks Trust.
Join us and help raise funds for The Drinks Trust.
Support the ride
What's included
- Guided ride from London to Brighton
- Refreshments and food en route
- Cycling Jersey
- Detailed route info, maps, gps data, & route profile
- Professional on ride support & guidance from our expert ride leaders
- Speed groups to suit all rider abilities
- Support vehicle(s) & qualified mechanics
- Medical support
- All necessary on-ride snacks, drinks & energy products
- Welcome party at the Amex stadium at the end of the ride
Not included
- Bike & helmet (compulsory)
- Personal clothing and equipment
- Transport to the start and from the finish
- Accommodation at start in London & finish in Brighton
- Bar bills and personal spending
Dates, pricing and extras
Date: Thursday 1st October 2026
Cost: Early bird £100 per rider25th April onwards £150 per rider“There may be an opportunity for friends and family to buy a ticket for the welcome party, tbc once we have rider numbers confirmed.”
